資訊結構扮演之角色：以購買高科技消費性產品為例

Abstract

隨著網路購物對高科技消費性電子產品的介紹越益複雜，消費者面臨更多更複雜的資訊環境。本文除了以資訊理論衡量資訊量外，並以線上購物的方式印證，在資訊過量環境下，資訊結構的三個主要構面對決策品質的影響。最後再加入對產品的熟悉程度作進一步的探討。結果證明傳統的資訊理論並不能對現實狀況做完整之解釋，行銷者若在廣告或網站上善用資訊結構的安排則更能對爭取顧客有進一步的優勢。

Today's consumers face richer information than ever before, they feel information overload and may make poorer and less effective decisions. In addition, marketers are excited about the potential of e-commerce and web-site advertisement to provide a great deal of information to customers at very low cost. In this information overload environment, my dissertation tries to use formal measure of information structure to verify the effect of three dimension of information structure purposed by Luire (2003). Besides, we take the effect of product familiarity into consideration to gain more understanding of information structure. The result shows the traditional conception of information structure cannot predict the choice of customer precisely. And our study suggest decreasing the number of alternatives and distributing attribute levels unequally across alternatives helps avoid information overload and leads to better decisions and increased psychological comfort for consumers.